SMART Report Says: Parents are Twice as Likely to Shop Via a Mobile Phone

Toot the horns and unfurl the flags, it’s time for another Millennial Media SMART Report! This month, it’s all about the three R’s, Retail, Restaurants and Revenue.

Ranked by ad spend, Retail and Restaurants come in third below Telecommunications and Finance but the field grew by an average of 11% per month.

For these companies, it’s all about location, location, location. 44% of all campaigns run on Millennial Media’s system had a store locator component and 60% used location-based targeting.

Not surprisingly, increasing foot traffic was a major goal for these advertisers coming in at 38%. 17% were hoping for site traffic and 16% went with the more general term of “brand awareness.”

Of all the ads in this area, Clothing represented the largest chunk followed pretty closely by Home Products. Fast food beat out dine-in restaurants 11% to 5%.

Google To Print: My Ad Dollars Can Beat Your Ad Dollars Anytime!

Let’s call this one a graphical depiction of how the ad business has changed in the last ten years. The graph comes from Statista by way of Cnet and here it is:

According to this chart, Google finally pulled ahead of print advertising in dollars spent. Not surprising, given the state of the newspaper and magazine business, but wait. . . there are a few points to consider.

Earlier today, my son reminded me that numbers can be manipulate to prove almost anything. We were discussing time expansion as it relates to creation, (yes, really) but the point applies here as well. Statista states right off the bat that this isn’t a completely fair comparison. Google’s numbers are worldwide, while the print numbers are US only. If you included international print, I’d guess that the scale would tip in print’s favor.

Thumbs Up for Facebook’s Popular Comment Test

Mashable is reporting a change in the Force. Facebook is testing two new comment features that could have a big impact on brand pages.

One is the ability for page admins to reply directly to an individual comment. I’ve had this feature on my wish list for some time now. It would really help turn Facebook posts into a conversation which is vital for the strength of the community.

Right now, your only option is to add a post to the bottom of the list and hope that the person your responding to scrolls down to read it. And seeing how individual comment replies are common everywhere else, it should be an easy thing for Facebook to initiate.

Ikea’s New Holiday Catalog: Now That’s How You Do Interactive

Ikea has just released a brand new, online holiday calendar that has me very excited. It’s not the store, or the products, it’s the catalog itself because it’s the future of digital advertising.

The world is changing and people no longer respond to a jiggling banner ad the way they used to. People want to interact with the screen and now, with Windows 8 and touch-screen tablets, that’s become an even bigger priority.

Have you ever read the kid’s book Pat the Bunny? Each page has a touch component such as Daddy’s scratchy beard (a bit of sandpaper) and a cloth you can lift to play peek-a-boo with Paul. We naturally like to interact with our surroundings and we remember and respond to things we can touch, watch, smell, taste and hear. Just last week, I wrote about a study that showed people’s natural inclination to touch the screens of their tablet while reading.

Hottest Trend in eCommerce: Alternate Shipping Options

Shipping is often the make it or break it portion of an ecommerce sale. Cost of shipping, length of time and delivery method all come into play. Amazon jumped ahead of the pack by offering free 2-day shipping with their Prime membership. BestBuy and other online / offline retailers allow you to buy online and then pick-up at the store. Amazon’s version of that is buy online and pick up via a locker at Staples.

Now we have ShopRunner, a third-party program that is all about getting your e-purchases delivered cheap, fast and safe with PickupPoints.

To prove the need, ShopRunner commissioned a study and found that 75% of Americans are concerned about having packages delivered to their homes.

Biggest worries?

52% said theft

Holiday Shopping: eCommerce Expectations Are High, mCommerce Not So Much

They say good things come to those who wait and retailers have waited long enough for a boost in sales! Looks like this might be the year.

Chase Paymentech talked to a variety of retailers and found that the majority (59%) of them expected 2012 sales to top those of 2011. They were also very optimistic about the percentage of sales coming in through online channels.

Now, I’d like to present my reward for the Short and Sweet Graphic of the Week. It goes to eMarketer!

Seriously folks, it doesn’t get more plain than that. eCommerce is on the rise but mCommerce is still barely a blip on the radar.

Poynter Study Shows How We Interact with Tablet Content

As a teen, I learned to speed read using a machine that brought each line of text up into my line of vision like a teleprompter, pushing me to consume each sentence at a glance. Once I had the skill, I transferred it to books by moving my eyes down the page instead of the page moving up to meet my eyes.

But now that I do the majority of my reading digitally, I’ve naturally graduated to a hybrid of the two which Poynter says is becoming the norm for tablet readers.

The Poynter Institute is training a new generation of journalist and that means looking at how our reading habits are changing to meet digital requirements. For their new study “Poynter EyeTrack: The Tablet,” they monitored two groups of people, 18-28 year-old “digital natives” and 45-55 year-olds “printnets.” (People who grew up with print but have moved on to the internet.)